During economic crises, consumer behavior changes and the focus shifts towards the economy segment. As a result, this price category acquires a high potential for growth and development. In Russia, the economy segment in the Electronics and Household Appliances category has not yet been mastered by strong players. Therefore, it is possible to take a significant market share in a short period of time.
When rebranding the Eldorado electronics store chain, the main tasks were: a clear separation of positioning from competitors and minimizing the cost of opening stores.